The latest edition of Town and Country magazine includes a profile of the apparently famous Park Avenue veterinarian, Lewis Berman, DVM. Described as the preferred confidant of Manhattan’s “elite dogs and cats for more than fifty years” the magazine enthuses that “pets and their owners both seem to look forward to visits with Dr Berman”.

For more than fifty years, Dr Berman has looked after the pets of the boldest of bold-faced names. Andy Warhol had a dachshund called Amos, Lauren Bacall a King Charles Spaniel while the Shah of Iran had a Great Dane. Writer Lillian Hellman was more devoted to her French poodle than other people. “She didn’t like people that much”, he offers.

The lengthy interview talks of his early days in the business as well as his family and charitable causes. Described puzzlingly in the article as “having a pleasing attractive face with unremarkable unexaggerated features” the article reads like a prelude to something bigger. Is a book, TV program or franchise in the offing?

The PR Verdict: “B” for Dr Berman and his PR Profile. We may be cynical but was the ground being laid for stage two of a publicity drive? All the ingredients were there but in the end no clue was given.

PR Takeaway: Credibility is key to building a professional profile. Dr Berman seems to have mastered the art, even if unintentionally. Positioning himself as the dog and cat whisperer to Manhattan’s elite, he struck the right note of experience, wisdom and geniality. Even if Dr Berman doesn’t intend to start his own franchise, create a shampoo line or launch a DVD/book on pet care, the article might flush out interested buyers of the business, if he is tempted that is.

The article is not available online. Print edition only. For a link to Town and Country click here.

ANY WHY NOT?

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